The first televised presidential debate, between John F. Kennedy and Richard Nixon in 1960, is ancient history.
This week’s clash between Donald Trump and Kamala Harris—like Nixon, an incumbent vice president—is still fresh. And yet, we return to that epic 1960 contest at the dawn of the television age time and again.
The reason? We are fascinated by the monumental impact that body language, facial expressions, and overall demeanor had on the outcome of that neck-and-neck election.
The parallels between the Kennedy-Nixon debate of 1960 and the Harris-Trump debate of 2024—which might be the only time the two candidates take the stage together—provide a useful lens into how nonverbal communication has evolved in televised politics. In both cases, the debates were defined by stark differences in camera presence.
Kennedy’s poise and tan contrasted sharply with Nixon’s pallid appearance and five-o’clock shadow. Nixon’s discomfort was palpable, and it extended beyond mere illness. His apparent aversion to the camera and visible sweating gave the impression that he’d rather have been anywhere else but there.
On Tuesday, Harris reflected some of Kennedy’s vigorous, camera-ready presence, while Trump, though more assured than Nixon and in many respects a master of modern communication, showed repeated flashes of irritation that seemed to chip away at his confidence on screen.
Facial expressions further underscored the contrast. Kennedy’s calm, assured mien set him apart from Nixon’s frequent wiping of his brow, which conveyed unease to viewers. Similarly, Harris’s dynamic facial reactions, including head shakes and laughter, allowed her to communicate a lot nonverbally. Trump’s more restrained expressions—frowns and lip pursing—conveyed a narrower emotional range.
Eye contact played a critical role as well. Both Kennedy and Harris mastered the technique of speaking directly to viewers, engaging with the camera and their opponent. Nixon and Trump, by contrast, often avoided direct eye contact with the camera, choosing instead to look to the sides or lock on to the moderators, signaling defensiveness.
Ever since that first televised debate between Kennedy and Nixon, the power of televised debates has been a key factor in elections, and candidates and campaigns have become more sophisticated in their approaches. While Nixon famously underestimated the effect of his appearance, both Harris and Trump were acutely aware of the split-screen format, doing their best to use it to their advantage.
What lessons can business leaders draw from the different body language styles displayed at the Harris-Trump debate and how can they leverage them in their own high-stakes appearances inside and outside their organizations?
Here are a few ideas.
Visual awareness
The split-screen format in debates allows viewers to continuously evaluate the nonverbal cues of candidates. Leaders in meetings should ensure their nonverbal communication remains positive and consistent, especially in virtual sessions, where facial expressions and gestures are more scrutinized. A quick glance at your video tile on the screen can guard against that stern facial expression or habitual frown, which can cut off discussion and drain the psychological safety of meetings.
Nervous behaviors
Presidential candidates are often judged not only for their verbal responses but also for their personal tics. Whether it’s fiddling with a pen, habitually adjusting their clothes, or gripping the sides of a lectern, these unconscious actions can detract from message delivery. Similarly, business leaders in high-stakes meetings or presentations must be aware of how such actions can undermine their authority.
Practice mindful body awareness. By minimizing nervous behaviors such as fidgeting or excessive movement, you project calm and confidence. Candidates rehearse to reduce these nervous ticks. Leaders should do the same, practicing in-the-moment awareness and asking trusted colleagues to catch these unconscious movements.
Eye contact
In debates, a candidate who avoids eye contact often appears untrustworthy or disengaged. On the contrary, those who maintain steady, confident eye contact build a rapport with the audience and opponents alike. This same principle applies to business leaders, where direct eye contact can establish trust and establish presence.
Maintain regular eye contact during conversations, especially when discussing critical decisions or challenging ideas. This conveys honesty and confidence, helping to create a strong connection with your audience or team.
Facial expressions
Debate viewers scrutinize facial expressions, particularly when candidates are not speaking. A candidate who shows disdain, frustration, or lack of interest—even subtly—can lose favor. Similarly, business leaders should manage their facial expressions, particularly when listening to others. A look of apparent impatience or disapproval can easily demoralize a team member.
Be conscious of your facial expressions when listening. A calm, neutral expression with nods of understanding will make team members feel valued. Negative expressions can stifle conversation and ideas.
Posture and open body language
Candidates who stand with an open posture, with their hands visible and shoulders relaxed, appear more approachable and trustworthy. Closed-off postures, such as crossed arms or hunched shoulders, can signal defensiveness or lack of confidence. Leaders who adopt open body language invite collaboration and trust from their teams.
Be mindful to use open body language in town halls and team meetings. Stand tall, keep your arms uncrossed, and ensure your hands are visible when speaking. This nonverbal cue creates a sense of openness and readiness to engage with others.
The smile
A well-timed smile can be disarming during a debate, making a candidate appear likable and approachable, even during tense moments. However, frequent laughing or smiling at inappropriate times can seem disingenuous. In leadership, a smile can help diffuse tension or express warmth, but it must be used judiciously.
Use smiles and warm facial expressions to build rapport, especially when delivering difficult feedback, or entering a challenging negotiation. Try to avoid smiling in situations where seriousness is the expected vibe. Otherwise, you risk coming across as insincere or tone-deaf.
Presidential debates are great political theater, and they are important for our democracy. Whether from 1960 (viewable on YouTube) or 2024—or any of the 14 battles for the White House in the intervening years—they also provide extremely relevant insights and lessons for the business leaders of today and tomorrow.